Shopping for an action camera is like shopping for adhesive bandages: you either buy Band-Aids … or you pick up something called “Aid Plus Bandages” because they’re on sale. And when you bring them home, you just call them Band-Aids anyway.

The proverbial Band-Aid in the action cam market is GoPro, the unquestioned dominating power and perhaps the tastiest, too. There have been challengers but none have taken a particularly large share of the market. It’s very likely that isn’t going to change, but Polaroid’s Cube – the latest new arrival to the action cam market for which pre-sales began Monday – is definitely the most interesting GoPro alternative to show up in years.